Upperdog Blog

Which Google Ads features are you not making the most of?

Alex Grandfield
Alex Grandfield Digital Copywriter
5 mins

We all reckon we know a thing or two about Google Ads, but let’s not get complacent now. Down every cave there’s always a few more sparkling gems waiting to be discovered. So, dust off your PPC toolkit, put on your marketing hat (we like to think we look like Indiana Jones), and get ready as we shed some light on these underappreciated Google Ads features. And no, “Click this to win a free trip to Bournemouth” isn’t one of them (though, if you’re in the area, you might as well pop into our PPC agency to say hello). Alright, enough waffling – keep reading to find our tips for getting the most out of your paid search ads.

Custom Columns

As the famous saying goes, not all metrics are created equal (or close enough, anyway). The point being, there are times when the generic metrics provided in Google Ads won’t provide the exact data you need for your ad campaign. Fortunately, Google has accounted for this by adding the ability to customise your columns with more advanced metrics. For instance, it’s possible to filter Conversion Rate or Cost per Conversion so that results are narrowed down to specific actions.

To do this, first select the Columns button above the data table, then choose Modify columns. The option for + Custom column will then appear in the upper right section of the new window, from where you can tailor your metrics to your exact needs.

Mandarin Stone Google shopping ads


Ever caught yourself sifting through data and wished you didn’t have to reset your filters every single time you set up a new campaign or ad group? Well, as it happens, there’s a Google Ads feature called views that does this for you.

To set up views, begin by applying your preferred filters from the top bar in the user interface, then select Save in the upper right corner. You’ll be prompted to create a name for your view before hitting Save & apply. You’ll also have the option to make this your default setting, so your preferences will carry over automatically whenever you open up a new campaign. You can also select your other saved views from the dropdown at the top of the left sidebar.

Policy Manager

If there’s one thing a paid search agency can say with confidence about Google, it’s that they don’t like rule-breakers. While this is great in its own right, the downside is that they don’t always appear to follow their own policies when approving ads. Indeed, if you’ve been using Google Ads for any period of time, the chances are you’ll have had an ad either denied or limited when it should have been fine.

You can get around this issue by lodging an appeal, but this too can lead to difficulties, particularly if you’re running multiple campaigns and are juggling more than one appeal at the same time. Appealing too often for the same issue, for instance, will often lead to your account being penalised. However, with the Policy Manager, this process becomes much simpler. This handy Google Ads feature provides a centralised place to monitor all appeals, whether they’ve been denied rightly or wrongly.

To access the Policy Manager, go to Tools and Settings from the top bar, then select Policy Manager. You’ll be presented with three separate tabs to choose from – Policy issues, Appeal History, and Strike history – from which you’ll be able to manage and monitor the status of your appeals.

Hallmark Google ads.

Negative Keyword Lists

In PPC, it’s not just what you do; it’s what you don’t do. Negative keyword lists enable you to mark unwanted queries across your account, filtering out search terms and audience-types. As Google Ads features go, this one can prove especially vital for controlling spend and ensuring the relevance of traffic in search campaigns. While it’s also possible to add unwanted queries to individual campaigns, the advantage of using negative keywords lists is that it will apply to the whole account without having to be manually added each time.

Likewise, placement exclusion lists work in much the same way, only for display and video campaigns. Both are accessible from Tools and Settings in the top navigation bar.

Asset Library

Think of the asset library in Google Ads as your PPC walk-in closet. Here you’ll find all your ad creatives, images, videos, and text assets that you’ve used in the past. You also have the option to create folders to organise your assets, and for those assets with enough data, you can see top-level audience insights.

To find the asset library, head once more to the Tools and Settings dropdown on the top navigation bar.

Goole Ads Specialists

If you’re looking for help running your PPC ads, don’t hesitate to get in touch with our wonderful team hear at Upperdog. We’re a Premier Partner Google Ads agency with an extensive depth of experience in the industry. Whether it’s launching new campaigns or pinpointing your most lucrative audiences, we can tailor a unique strategy to hit your goals. Send an email to hello@upperdog.co.uk or call us on 01202 798820 and we’ll be waiting on the other end to say hello!

Pretty good, right?

Start a project